The Indian Listenership Track (ILT) 2006 Wave 2 has been released and for the first time, Kolkata has been added to the list as well. As is known, hitherto the data has been for the Mumbai and Delhi markets only. There is good news for radio stations with listenership largely seeing growth and the conversion to regular listeners increasing. However, while the Mumbai market has shown growth for all stations, Delhi has registered a marginal fall.
Looking at the listenership trends in these markets, on the ‘when radio was listened to last’ parameter, Mumbai listenership, as determined by Yesterday Listeners (YDL) has gone up and 3.5 lakh have been added. Also, there is a transformation from casual listeners to regular listeners as seen in last three days and week ago.
In comparison, Delhi has registered a marginal growth, adding 65,000 listeners.
The regular versus casual readership shows that while yesterday listenership in Mumbai has grown by 6.9 per cent, one week listenership has seen a drop of 0.7 per cent. On the other hand, Delhi’s yesterday listenership has grown at a lower pace (1.1 per cent) as compared to Mumbai.
On the parameter of weekends versus weekdays, audiences seem to be listening more during the Weekday than on a Weekend. The growth in Weekday Audience is four times the growth in Weekend audience for both Mumbai and Delhi.
On the number of days in a week listened to, Mumbaiites listened to radio on all seven days a week and the listnership has gone up marginally from 25.3 per cent to 25.9 per cent adding 92,000 individuals. Delhi has registered a slight drop of 1.1 per cent in its all seven-days listenership. However, the National Capital witnessed a better growth in the 2-4 days a week segment. In regards to the number of stations listened to, the number has gone up in both Mumbai and Delhi, with Delhi continuing to be ahead of Mumbai in this regard.
Meanwhile, Kolkata, which comes in the study for the first time, has some heartening news for radio stations – one-third of the total listeners in Kolkata are regular listeners with 64 per cent being last one week listeners.
The study was executed in the areas of Mumbai, Delhi and Kolkata. The audience included all Adults, 12 + years across SECs. The sample size was of 4,500 listing in each metro in each Wave and the effective coverage was 2,000 YDL boosters. The fieldwork was 10 weeks from September 16, 2006 to November 25, 2006 in this Wave. The reporting and formats are quarterly reports on advanced planning software.